B2C marketing (business-to-consumer marketing) refers to marketing activities aimed at selling products or services directly to end consumers. In B2C marketing, the focus is on creating needs and desires among consumers in order to ultimately promote the sale of products or services.

In B2C marketing, the target groups are usually broader and purchasing decisions are often based on emotional criteria such as brand image, convenience, price and lifestyle. B2C companies use various channels and tactics to address their target groups, such as social media marketing, email marketing, search engine marketing, advertising and direct marketing.

In B2C marketing, it is important to develop a strong brand identity to capture consumer interest and build long-term relationships. An effective communication and advertising strategy can help to build trust and loyalty with consumers and ultimately increase the company's sales and success.

Neuromarketing also plays an important role in B2C marketing as it enables a better understanding of the human psyche and consumer decision-making processes. By applying neuromarketing principles, B2C companies can optimise their marketing messages and tactics to trigger a positive emotional response from consumers and ultimately improve the success of their marketing campaigns.